Sunderland Unveils Innovative New Kit Inspired by Local Bridge

Sunderland has unveiled its new home kit for the 2025-26 Premier League season, drawing inspiration from the **Keel Crossing**, a new £31 million footbridge that will connect the city center to the Stadium of Light. The kit’s design process began over a year ago, emphasizing the club’s connection to its community and the importance of fan engagement.

David Bruce, chief business officer at Sunderland, highlighted the significance of the kit, stating, “There’s no other business in the world where your customers are actually paying you money to then celebrate and wear your brand.” The shirt serves as a visual representation of the fans’ loyalty and connection to the club, making its design crucial in fostering that bond.

Concept Development: A Year in the Making

The journey to creating Sunderland’s new kit started well over a year before its release. During this initial stage, club officials and designers collaborated to brainstorm concepts and sources of inspiration. According to Bruce, the aim was to ensure the design had a clear purpose: “Things are briefed 18 to 20 months before [the kits] come out,” he explained. This extended timeline allows designers to craft a narrative that resonates with fans.

The decision to base the kit on the **Keel Crossing** came as Sunderland sought to embody the spirit of the city. The bridge, which is set to open this summer, symbolizes a vital link for the community, making it a fitting theme for the new home kit. Rob Revell, a designer at **Hummel**, who has been collaborating with Sunderland for nearly a decade, affirmed the importance of a strong concept. He noted the necessity of narrowing down ideas to ensure the final design resonates with the fans.

The Design Process: From Concept to Creation

Once the concept was established, the design phase began. This process involves extensive research, sketching, and technical detailing. Revell, as the lead designer, works closely with both the Hummel development team and Sunderland officials to refine each aspect of the kit. “The design is the easy part,” Revell stated, emphasizing the importance of collaboration in transforming ideas into an actual product.

The team drew inspiration from various architectural elements of the **Keel Crossing**, including its railings and lighting. With access to architectural sketches provided by the local council, Revell created a range of potential designs, initially drafting around 20 different jersey concepts. After gathering feedback, he refined his ideas further, ultimately producing over 60 variations before settling on the final design.

The completed kit features a unique graphic inspired by the bridge’s elevation, seamlessly integrated into the jersey’s stripes. The design also incorporates specific details, such as the striped pattern on the sleeve cuffs and a motto inside the collar: “Connecting the city to the stadium,” which encapsulates the essence of the kit.

The Launch: Bringing the Kit to Life

After months of meticulous design work, the new Sunderland home kit was officially launched, marking an exciting moment for the club and its supporters. Bruce described the anticipation surrounding the kit’s release: “For me, there’s no better feeling than when a shirt drops and it lands favorably with fans.” He emphasized that a positive reception can significantly influence merchandise sales, noting how fans eagerly wear the kit as a badge of pride.

The launch was supported by an extensive marketing campaign, including a promotional video featuring former player **Kevin Phillips**, showcasing both the new kit and the design process behind it. The emotional connection between the fans and the club is palpable during these moments, as supporters take pride in wearing the new design.

Revell expressed the joy of seeing fans embrace the kit: “It’s great once people are buying it. It’s lovely. It’s also nice seeing the kids buy it.” The culmination of a long design process, the successful launch of Sunderland’s new kit not only strengthens the club’s identity but also fosters a deeper connection between the team and its community.